Travel Bloggers Unite - SEO Presentation


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Travel Bloggers Unite SEO presentation by Michael Briggs (

Presented on the 26th of March 2011 in Manchester.

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Travel Bloggers Unite - SEO Presentation

  1. 1. I’m mike and I’m a geek.<br />Hashtag : #TBU11<br />Wifi Network : thestudio work<br />Password : 0123456789<br />
  2. 2. In the Know SEO<br />Travel Bloggers Unite<br />#TBU11<br />
  3. 3. Don’t worry about taking notes<br />Everything will be online next week<br />Sit back and relax<br />
  4. 4. If I were a blogger…<br />and I wanted to develop a site to<br />get me free stuff<br />make some money<br />make friends<br />I’d choose SEO and here’s how I’d do it…<br />
  5. 5. Did I say that…<br />I used blogs to<br />Generate an income<br />That paid for my wedding in Mauritius<br />Me, my wife, my wee boy<br />Full board holiday (and all spending money) at one of the worlds best hotels (Le Touessrok, Mauritius)<br />Wedding dress, rings, kilts everything<br />Using only SEO<br />
  6. 6. My plan<br />Research<br />Get online<br />Develop content<br />Get links<br />Get social<br />Build positions<br />Iterate<br />
  7. 7. Find out what people search for?<br />Google Keyword Tool<br /><br />WordTracker<br /><br />
  8. 8.
  9. 9.
  10. 10. From this I knew<br />What were people searching for<br />Patterns of search behaviour<br />Modifier set<br />Cheap Vs Bargain<br />Sub groups of traffic for my niche<br />Traffic trends through the year<br />
  11. 11. Find the long tail <br />
  12. 12. Now I wanted to know my competition<br />Who are they<br />Use Google <br />Traditional search<br />Google blog search<br />Google alerts<br />What are they<br />Are they : <br /> travel agents?<br />other blogs?<br />Is it affiliates/MFA sites?<br />Is it Google places?<br />Wikipedia<br />
  13. 13. Getting myself online<br />Domain name<br />Keywords vs brand<br />Hosting<br />Get someone good<br />If my site goes down Google will trust me less<br />One Click Install Wordpress<br />
  14. 14. Fix a small server issues<br />Non-www redirect<br />Remove duplicate content issues<br />Remove lost visitors<br />Did this through .htaccess<br />RewriteEngine On <br />RewriteCond%{HTTP_HOST} !^www. RewriteRule ^(.*)$ http://www.%{HTTP_HOST}/$1 [R=301,L]<br />
  15. 15. Configure WordPress Settings<br />Permalinks<br />Settings -> Permalinks<br />Nice keyword rich URLs<br />URLs that look better in the search engines<br />Improved click through<br />
  16. 16. Configure WordPress Settings<br />Make sure I’m pinging<br />Settings -> Writing<br />“update services”<br />Get the strong list I can find online anywhere<br />Search “WordPress ping list”<br />Paste services into the field<br />
  17. 17. Configure WordPress Settings<br />Allow access from my iPhone<br />Settings ->Writing<br />Check Remote Publishing<br />
  18. 18. Get myself a theme<br />WordPress has some themes already<br />Appearance -> Themes ->Install themes<br />Download and Install themes I find in search results?<br />Beware<br />Some SEO’s may have placed links in these<br />Some themes contain malicious code<br />
  19. 19. SEO’ing my theme<br />Themes may have aspects that I may need to fix<br />How are the HTML tags used?<br /><h1>…</h1><br />Is the theme widget ready?<br />Can I easily change my logo?<br />
  20. 20. Plugins to make SEO easy<br />I need plugins that : <br />Make my content better<br />Improve the “long tail”<br />Find Plugins<br />Plugins ->Install<br />
  21. 21. Plugins I always use<br />WordPress SEO Plugin (Yoast)<br />Fuzzy SEO Plugin<br />UP Update Smart Pinger Plugin<br />Contact Form 7 Plugin<br />Twitter Stream Plugin<br />Feedburner Plugin<br />Web Ninja GA Plugin<br />Akismet<br />
  22. 22. Developed great content<br />Created the Post title<br />Included keywords in post title (Yoast Plugin)<br />Keywords at the start<br />Brand at the end<br />Don’t overload the title <br />Developed meta descriptions!<br />Not going to help my rankings<br />But can improve my click through<br />
  23. 23. Wrote post naturally<br />Write without thinking about SEO (much)<br />Then use keywords if required<br />Use “~” to find related keywords<br />Use headings to block out content<br />Headings give more relevance<br />Use the <!– more --> function for long posts<br />Ask visitors to comment <br />Reply to comments where possible<br />
  24. 24. Added other indexable content<br />Videos<br />Hosted on Youtube (second biggest search engine)<br />Did some traffic research on YouTube<br /><br />
  25. 25. More indexable content<br />Images - Used the alt attribute<br />
  26. 26. Even more indexable content<br />Created useful downloads if appropriate<br />PDFs<br />Word Docs<br />Excel<br />Image packs<br />
  27. 27. Pushed the Button…<br />
  28. 28. No rankings and no visitors<br />
  29. 29. Great content gets rankings<br />
  30. 30. Biggest SEO Myth<br />Great content gets rankings<br />
  31. 31. Why?<br />Great content deserves rankings<br />BUT<br />Great content without links will fail<br />So I needed to start getting links<br />
  32. 32. What’s a good link?<br />Website with related content<br />Strong HeartBeat<br />Regular content being published on the site<br />Regular tweeting<br />Facebook activity<br />Links to other related sites already<br />
  33. 33. But what types of links did I want?<br />Anchor text<br />I use my keywords<br />I use my brand<br />I use my URL<br />Link Types<br />I want links in content<br />I want a few sitewidelinks (be careful)<br />Point to my homepage<br />I use my website name<br />I want profiles <br />I want domains not links<br />
  34. 34. Link metrics<br />Links can be complicated<br />large scale development<br />short tail phrase optimisation<br />Have you heard of PageRank?<br />
  35. 35. PageRank<br />Here’s the math…<br />
  36. 36. “Magic Green Fairy Dust” @Google<br />
  37. 37. There are lots of link variables…<br />MozRank<br />Domain Authority<br />Page Authority<br />TrustRank<br />SocialRank<br />Cache Frequency<br />
  38. 38. But I didn’t need to worry<br />I’m in a niche<br />I’m not competing for the massive terms<br />I have friends (real and virtual)<br />I’m going to get links from them<br />I have RSS<br />So I can syndicate my content<br />I have directories/social profiles<br />So I can be seen in great places for free<br />
  39. 39. I make friends with people offline<br />Guest post (and get a link)<br />Spoke to a journalist I know<br />Wrote for websites that love new content<br />Created/contributed to pages on wikipedia<br />Useful pages<br />Do not spam. Spam is the curse of the internet<br />
  40. 40. Befriended people on Twitter<br />I’m going to get important people on my side<br />Located important people<br />Engaged with them<br />Ask important to people to guest blog on my site<br />Spoke to them honestly about what I liked& didn’t like<br />Be genuine & be yourself<br />
  41. 41. I syndicated my RSS<br />Every time I posted<br />The post got a link<br />My title tag is the link (keywords)<br />I get noise about my content in the eyes of the search engines<br />
  42. 42. I built real & useful social profiles<br />
  43. 43. Tried online news sources<br />I tried Digg/Reddit<br />I wrote great content<br />Appropriate for my audience (on my blog and the news site)<br />Very little reward<br />But<br />If I had wrote great content<br />The community had voted on these<br />I may have got a front page for a category<br />Got thousands of visitors<br />Got some links<br />
  44. 44. Now Google goes social & personal<br />
  45. 45. If this had been available<br />Twitter would be even more powerful<br />Social friends would always see my content<br />I could have got even more links (hopefully)<br />
  46. 46. I now had..<br />Rankings for my keywords & traffic<br />Friends helping me<br />People asking me to write for them<br />Bloggers ask to write on my site<br />Subscribers<br />Regular and frequent real comments<br />
  47. 47. And every time I iterated<br /><br /><br />Things got better as I grew more long tail traffic<br />
  48. 48. So how did I monetise this?<br />AdSense<br />Not too much , these can be a sign of low quality<br />Not above the fold if possible<br />Affiliate links<br />Masked links; these can be a sign of low quality<br />Advertising<br />Banners<br />
  49. 49. And here I am<br />I made my money<br />I got married<br />Great wedding & honeymoon<br />I got a tan<br />I made new friends (real and virtual)<br />
  50. 50. Thank You<br />Questions?<br />Site reviews tomorrow!<br />Stay in touch<br />Email :<br />My Twitter : @michaelkebriggs<br />Company Twitter : @caliberi<br />
  51. 51. attributation<br />“Hi How are you image” -<br />Unhappy post it -<br />PageRank Bar -<br />PageRank Formula -<br />Yoda and PageRank –<br />